Bone-In Global
Bone-In Global operates The Grill Dads, a grilling-focused food media and lifestyle brand founded in 2017 by Mark Anderson and Ryan Fey. The company produces recipes, a Food Network series, a bestselling cookbook, Spiceology co-branded spices, and apparel for home cooks and grilling enthusiasts, monetizing through retail, licensing, and brand partnerships.
- Company typePrivate
- Founded2017
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Bone-In Global does
Bone-In Global operates the consumer-facing brand The Grill Dads, a personality-driven food media and lifestyle brand founded in 2017 by Mark Anderson and Ryan Fey. The company is structured as a privately held for-profit entity with 1–10 employees and no external parent. Its core business centers on producing grilling and outdoor-cooking content — including 200+ recipes on thegrilldads.com, an active presence across Instagram, Facebook, and YouTube, and a Food Network television series ('The Grill Dads Outrageous, Super Awesome, Totally Tasty Food Extravaganza Show') originated from the founders' win on Food Network's 'Guys Big Project' competition. The brand has no proprietary technology platform; the offering is media, content, and physical goods rather than software.
The product portfolio spans three commercial pillars. First, the cookbook 'The Best Grilling Cookbook Ever Written by Two Idiots,' published by Page Street Publishing in 2022 and distributed through Amazon, Barnes & Noble, Target, and Walmart, achieving Amazon #1 Best Seller status in five categories and Barnes & Noble #1 in Grilling and BBQ. Second, a co-branded spice and brine line developed with Spiceology — including Salt + Pepper rubs (Three Chiles, Sour Cream Onion, Chocolate Chile) and Juicy Bird dry brines (Italian, Lemon Thyme, Maple Chile) — sold through Spiceology's retail footprint and the company's own DTC store. Third, branded apparel and merchandise sold via store.thegrilldads.com.
The business model is a mix of one-time retail sales (cookbook, apparel), licensing/royalty economics (Spiceology), and influencer/affiliate revenue from strategic brand partnerships with cookware and appliance manufacturers including Le Creuset (Alpine Outdoor Collection) and Ninja Kitchen (Woodfire Outdoor Grill, Creami, Speedi, Belgian Waffle Maker Pro). The primary customer segment is home cooks and grilling enthusiasts — particularly parents and families seeking approachable weekend recipes — while a secondary, higher-margin segment comprises food and lifestyle brands purchasing reach through sponsored content and collaborations. Go-to-market is community-led, leveraging the founders' personalities and earned media (Food Network exposure, bestseller recognition, earned coverage in outlets such as Today and People) to drive consumer demand across content, retail, and e-commerce channels.
Bone-In Global firmographics
Firmographics- Name
- Bone-In Global
- Website
- https://thegrilldads.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bone-In Global operates The Grill Dads, a grilling-focused food media and lifestyle brand founded in 2017 by Mark Anderson and Ryan Fey. The company produces recipes, a Food Network series, a bestselling cookbook, Spiceology co-branded spices, and apparel for home cooks and grilling enthusiasts, monetizing through retail, licensing, and brand partnerships.
- Ownership category
- akta.pro rank
Bone-In Global industry classification
Industry- Product category
- Grilling and Outdoor Cooking Content
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)
- akta.pro secondary industry
- Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)
Keywords
Bone-In Global business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Supply Chain, Operations, Others
Revenue model
- Cookbook Sales: The Grill Dads generate revenue through their published cookbook 'The Best Grilling Cookbook Ever Written by Two Idiots', sold through major retailers including Amazon, Barnes & Noble, Target, and Walmart.
- Merchandise and Apparel: The brand sells branded merchandise including apparel and accessories through their online store at store.thegrilldads.com.
- Spice and Brine Collaborations: Revenue generated through collaboration with Spiceology on branded spice rubs, seasonings, and brines. The partnership includes Salt + Pepper rubs (Three Chiles, Sour Cream Onion, Chocolate Chile) and poultry brines (Italian, Lemon Thyme, Maple Chile).
- Influencer/Brand Partnerships: Sponsored content and brand partnerships with kitchenware companies including Le Creuset, Ninja Kitchen, and other grilling equipment manufacturers.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Bone-In Global product offering
Product offeringCore offering
Bone-In Global operates The Grill Dads brand, which sells grilling recipes and editorial content online, a published grilling cookbook ("The Best Grilling Cookbook Ever Written by Two Idiots"), a co-branded line of spice rubs and poultry brines with Spiceology, and branded apparel and accessories. The brand is anchored by a Food Network television series and a multi-platform social presence, monetizing the founder personality (Mark Anderson and Ryan Fey) through product sales, licensed co-branded goods, and sponsored content.
Product overview
The Grill Dads (Mark Anderson and Ryan Fey) offer a portfolio of food content and consumer products centered on grilling and outdoor cooking. The core offerings include their bestselling cookbook, a line of spices and brines developed with Spiceology, and branded merchandise. They operate as a media/entertainment brand with e-commerce capabilities through their online store, providing recipes, cooking techniques, and grilling-related consumer products.
Differentiator
Problem solved
Functional benefit
Brands
- The Grill Dads x Spiceology: Collaborative line of spices, rubs, and brines sold through Spiceology
Products and services
- The Best Grilling Cookbook Ever Written by Two Idiots A 63-recipe grilling cookbook by Mark Anderson and Ryan Fey featuring grilling tips and techniques for cooking diverse cuisines on any grill type, targeted at home cooks and grilling enthusiasts seeking approachable recipes.
- The Grill Dads x Spiceology Spices & Brines A licensed co-branded product line of seasoning rubs and poultry brines developed in collaboration with Spiceology, targeted at home cooks and grilling enthusiasts purchasing through the Grill Dads store and Spiceology's retail channels.
- Grill Dads Apparel & Accessories Branded merchandise including apparel and accessories featuring The Grill Dads logo and artwork, sold direct-to-consumer to fans of the brand.
Quantifiable outcome
- Amazon #1 Best Seller in 5 Categories
- +1 more outcomes
Companies that use Bone-In Global
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Bone-In Global technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bone-In Global partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and major.
- SpiceologycoreThe Grill Dads collaborate with Spiceology on branded spice products including Salt + Pepper seasoning rubs (Three Chiles, Sour Cream Onion, Chocolate Chile varieties) and Juicy Bird dry brine blends for poultry (Italian, Lemon Thyme, Maple Chile). Products are sold through the Grill Dads store and Spiceology's retail channels.
- Le CreusetmajorCollaboration featuring Le Creuset Alpine Outdoor Collection cookware in recipe content. The partnership includes sponsored recipe development using Le Creuset products such as the Alpine Outdoor Utility Pan, Dutch Oven, and Pizza Pan for grilling applications.
- Ninja KitchenmajorStrategic partnership featuring Ninja kitchen appliances in recipes. Products featured include Ninja Woodfire Outdoor Grill, Ninja Creami ice cream maker, Ninja Belgian Waffle Maker Pro, and Ninja Speedi. Recipes are created specifically to showcase Ninja product capabilities.
- Food NetworkcoreMedia partnership through which Mark and Fey won Food Network's Guys Big Project competition and secured their own television series 'The Grill Dads Outrageous, Super Awesome, Totally Tasty Food Extravaganza Show'. The show features their grilling content and cooking style.
- Page Street PublishingcorePublishing partner for the cookbook 'The Best Grilling Cookbook Ever Written by Two Idiots', published in 2022.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Bone-In Global competitors and assessment
Company assessmentBroad incumbents
- Weber: Iconic grilling brand with extensive recipe content, branded accessories, and grill fuel/accessories. Comparable as a category anchor in the grilling/outdoor cooking consumer space where The Grill Dads' content and seasoning products compete for attention.
- Big Green Egg: Premium grilling and outdoor cooking brand with deep recipe content, accessories, and fuel products. Comparable as a grilling-lifestyle consumer brand that monetizes across equipment, accessories, and culinary content.
- Traeger Grills: Major grilling equipment brand with a strong creator/influencer marketing engine and recipe content ecosystem. Comparable to The Grill Dads as an established player that monetizes the grilling lifestyle through content, products, and partnerships.
- Spiceology: Specialty spice company that runs co-branded product lines with food creators. It is both a direct partner of The Grill Dads and a structural comparable, since the Grill Dads' spice revenue is operated through Spiceology's manufacturing and distribution infrastructure.
Direct peers
- Smitten Kitchen: Solo-creator food blog and cookbook brand that has monetized audience loyalty through publishing and limited consumer products. Analogous business model to The Grill Dads' content-first, personality-driven monetization.
- Half Baked Harvest: Founder-led food content brand with a bestselling cookbook, recipe website, and consumer product extensions. Comparable to The Grill Dads in audience-first content monetization and cookbook-driven brand building.
- Pioneer Woman (Ree Drummond): Personality-driven food media brand built around a single creator, with cookbooks, branded product lines, and a Food Network show. Closely mirrors The Grill Dads' model of translating a TV/personal-brand presence into cookbooks, kitchenware, and DTC sales.
Regional players
- Stubbs: Heritage BBQ sauce, rub, and marinade brand sold through grocery and food service channels. Comparable to the Grill Dads x Spiceology line as a grilling seasoning/marinade consumer brand competing for the same end-use occasions.
Emerging players
- Food52: Food content and DTC marketplace for cookware, kitchen tools, and pantry products with a strong creator and community component. Comparable to The Grill Dads as a food creator ecosystem with branded product distribution.
- Serious Eats: Recipe and cooking technique media brand with deep grilling and BBQ coverage. Comparable as a content-first food brand operating in the same grilling category where The Grill Dads monetizes audience attention.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Bone-In Global social profiles
Digital presenceBone-In Global financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bone-In Global leadership team
Management profileNumber of profiles
Profiles2 records
Bone-In Global funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bone-In Global M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bone-In Global
What does Bone-In Global do?
Bone-In Global operates The Grill Dads brand, which sells grilling recipes and editorial content online, a published grilling cookbook ("The Best Grilling Cookbook Ever Written by Two Idiots"), a co-branded line of spice rubs and poultry brines with Spiceology, and branded apparel and accessories. The brand is anchored by a Food Network television series and a multi-platform social presence, monetizing the founder personality (Mark Anderson and Ryan Fey) through product sales, licensed co-branded goods, and sponsored content.
Is Bone-In Global a public or private company?
Bone-In Global is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bone-In Global founded?
Bone-In Global was founded in 2017. It employs 1 to 10 people.
How does Bone-In Global make money?
Four revenue lines are on record. Cookbook Sales are the primary driver. The others are merchandise and Apparel, spice and Brine Collaborations and influencer/Brand Partnerships.
Who are Bone-In Global's main competitors?
Broad incumbents on record are Weber, Big Green Egg, Traeger Grills and Spiceology. Direct peers are Smitten Kitchen, Half Baked Harvest and Pioneer Woman (Ree Drummond). Stubbs is listed as a regional player. Emerging players are Food52 and Serious Eats.
Does Bone-In Global have an API?
No public API is recorded for Bone-In Global.
What industry is Bone-In Global in?
Bone-In Global's product category is Grilling and Outdoor Cooking Content. Its primary akta.pro industry code is CRAIAIAH, Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories), with a secondary code of CRAMAMAD, Outdoor Cooking, Grills & Fuel Retail. Its SIC code is 2090.